Consumer demand increasing for proteins

April 21, 2014

Consumers are saying they want more protein in their diets, however a majority — 71 percent — don't know the recommended daily amount they should be eating. According to the NPD Group, this discrepancy provides an opportunity for marketers.

NPD's new report, "Protein Perceptions and Needs," shows that while the majority of consumers are unsure of the actual daily amount of protein recommended, nearly two-thirds of them believe they meet or exceed those recommendations.

Of the 29 percent of consumers who say they do know the recommendation, the average amount cited is 66 grams of protein a day. The actual recommended daily amount of protein is 46 grams for adult females and 56 grams for adult males, based on the USDA guidelines.

Most consumers (64 percent) say they measure their protein intake by eyeing it or they are unsure of how to measure it. Consumers cite health websites, doctors and food labels as the top sources of information for recommended daily intake of protein.

"Consumers say that they want more protein in their diets, but it's clear that they lack an understanding of how much they actually need," Darren Seifer, NPD food industry analyst, said in a news release. "This is an opportunity for food marketers to educate consumers on the recommended daily allowance and, at the same time, promote the protein in their products."